• March 17, 2008

Specific Media, an independent online ad network, has acquired all the assets of Adviva, a display ad network in the United Kingdom. The acquisition marks Specific Media's entry into the European market. The deal closed last week for an undisclosed amount.

With $5 billion in online advertising revenues in 2007 according to eMarketer, the UK is the largest European advertising market. Adviva's network of content-driven Web sites reaches more than 21.3 million unique UK Internet users.

Post-acquisition, the combined companies will become the fourth-largest ad network in the UK, reaching 25.9 million unique UK users.

--Tanya Irwin